Shopify now suggests personalized checkout customer-info settings to help stores collect better data

Table of Contents

1. Key Highlights
2. Introduction
3. How Shopify’s personalized checkout recommendations work
4. Why richer customer data at checkout matters for merchants
5. Specific recommendation types and the rationale behind each
6. How to review and apply recommendations in Shopify admin
7. Privacy, compliance, and customer trust
8. Best practices for balancing conversion and data collection
9. Measuring impact: metrics, experiments, and timelines
10. Real-world examples and scenarios
11. Potential pitfalls and how to avoid them
12. What this means for different types of merchants
13. Practical implementation checklist for merchants
14. Messaging examples and microcopy to use at checkout
15. Looking ahead: where checkout recommendations could lead
16. FAQ

Key Highlights

• Shopify provides eligible stores with tailored checkout recommendations (e.g., email-only contact, require first and last name, optionally collect shipping phone numbers) accessible from the Checkout settings page.
• Recommendations aim to improve the completeness of customer details for remarketing, order follow-up, and personalization; existing store configurations remain unchanged until the merchant applies suggested updates.
• New stores receive these recommended settings by default; established stores can review and selectively apply suggestions directly in Shopify admin.

Introduction

Gathering accurate customer information at checkout affects far more than delivery logistics. Names, email addresses, and phone numbers are the foundation of post-purchase communication, targeted marketing, and long-term customer relationships. Shopify’s new feature surfaces personalized recommendations inside the Checkout settings to help eligible merchants collect more complete contact and profile data without having to infer best practices or guess what changes will move the needle.

These suggestions appear as concrete settings—set contact method to email-only, require customers to provide first and last names, or optionally collect a shipping phone number—so merchants can review and apply them with a single action. New storefronts already ship with these recommended defaults, while existing shops retain their settings until they actively adopt the changes. That approach keeps control in the hands of store owners while streamlining improvements to customer data capture.

Below is a practical exploration of how the recommendations work, why the underlying data matters, how to evaluate and implement the changes, legal and customer-experience considerations, and how merchants can measure returns.

How Shopify’s personalized checkout recommendations work

Shopify analyzes signals from eligible stores to generate tailored suggestions that appear in the Checkout settings page of Shopify admin. The intent is to propose configuration changes that historically correlate with more complete customer records and higher success for follow-up marketing or support interactions.

What the recommendations can include

• Contact method: Suggest switching to email-only contact or affirming combined phone/email options, depending on what produces better engagement for similar stores.
• Name fields: Recommend requiring both first and last name instead of making them optional.
• Phone number collection: Propose making the shipping address phone number optional but available to enhance delivery communications.
• Other customer-information prompts: Depending on eligibility and available signals, suggestions may also touch on address format fields or secondary contact options.

How suggestions are surfaced and applied

• Visibility: Recommendations appear on the Checkout settings page where store owners configure customer information.
• Control: Existing store settings do not change automatically. Merchants preview the proposed change and apply it when ready.
• Default for new stores: Shopify applies recommended settings for newly created stores to encourage a consistent baseline for data collection.

Eligibility and data sources Shopify has not made public the full set of eligibility criteria. Recommendations likely rely on an aggregated analysis of similar merchants’ outcomes, checkout completion patterns, customer communication engagement rates, and established configuration effectiveness. No merchant’s existing settings are altered without explicit action.

Why richer customer data at checkout matters for merchants

Accurate and complete customer information transforms transactions into ongoing relationships. Collecting the right fields at checkout yields benefits across marketing, operations, and customer experience.

Improved post-purchase communication A verified email address and the shopper’s name enable targeted order confirmations, delivery notifications, and tailored follow-up messages. Email allows automated flows—welcome series, shipment notifications, review requests—that raise retention and reduce friction. Phone numbers add an additional channel for urgent delivery issues, fraud prevention, and SMS marketing where permitted.

Personalization and segmentation Names and contact details feed customer profiles. Pairing that information with purchase history enables segmentation by behavior, lifetime value, and product preferences. Personalization—addressing customers by name, recommending complementary products, or timing offers to lifecycle stages—drives conversion and lifetime value. Stores without reliable names or emails are limited to transactional, non-personalized outreach.

Recovery and remarketing Complete contact details improve cart abandonment recovery, particularly where remarketing requires an email. Abandoned-cart emails are effective because they reach shoppers who have already demonstrated intent. Missing emails mean lost chances to reconnect. Phone numbers permit cart recovery via SMS or assisted phone outreach for high-value orders.

Operational efficiency Delivery depends on correct addresses and contact points. Shipping carriers often request a phone number to resolve delivery issues. Requiring essential name fields reduces shipping errors, fewer returns, and fewer customer-service interactions needed to correct incomplete information.

Analytics and measurement Rich customer data enables tracking returning customers, cohort analysis, and customer lifetime value models. Incomplete or inconsistent records obscure these metrics, preventing precise targeting and performance optimization.

Specific recommendation types and the rationale behind each

Understanding the rationale helps merchants decide which recommendations to adopt.

1. Set customer contact method to email-only Rationale

• Email remains the most cost-effective and widely adopted communication channel for order confirmations, receipt delivery, and automated flows. Email is generally less intrusive than SMS and easier to integrate with marketing automation tools.
• Email-only contact can simplify data capture and reduce redundant fields that may lengthen checkout.

When this makes sense

• Merchants with a primarily online audience and low need for real-time phone contact.
• Stores that use email extensively for automated marketing and have optimized email deliverability.

Caveats

• Businesses needing to provide time-sensitive shipping updates or local delivery coordination may still require phone numbers.
• If a merchant intends to run SMS campaigns, email-only eliminates the ability to collect opt-in phone numbers at that stage.

2. Require first and last name Rationale

• Separating first and last name fields improves personalization in communications and supports accurate shipping labels and customs forms. It also helps merchants identify returning customers who might sign in under different variations of a single name if only one name field exists.
• For brands doing personalization (e.g., "Hi [First name]"), requiring a first name avoids blank greetings and makes automated emails feel more professional.

When this makes sense

• Stores that rely heavily on email personalization, subscription services, or repeat purchases.
• Merchants shipping internationally where customs documentation may require full legal names.

Caveats

• Requiring both fields adds a discrete friction point; however, the trade-off favors accuracy, especially for repeat sales.

3. Optionally collect shipping address phone number Rationale

• Phone numbers facilitate delivery coordination and last-mile issue resolution. Carriers commonly request an on-hand number for rerouting or confirming deliveries.
• Optional collection respects customers who prefer not to share phone numbers while enabling merchants to gather the information when consumers are willing.

When this makes sense

• Businesses that ship physical goods, particularly those with fragile, high-value, or time-sensitive deliveries.
• Stores operating with carriers that require phone contact for successful delivery.

Caveats

• Phone numbers require separate compliance considerations (SMS consent, local regulations). If collected, they should be handled transparently and stored securely.

4. Other possible adjustments Depending on merchant profile and behavior, Shopify’s recommendations may extend to:

• Prefilling or validating address fields to reduce errors.
• Suggesting state/province as a required field for certain countries to improve tax and shipping calculations.
• Recommending a guest checkout option or mandatory account creation depending on retention goals.

How to review and apply recommendations in Shopify admin

The interface and the decision process matter as much as the recommendation itself.

Locating recommendations

• Navigate to Settings > Checkout in Shopify admin.
• Eligible merchants will find recommended changes presented alongside existing configuration options with explanations of their expected benefits.

Review process

• Preview the suggested change: Shopify typically provides a short explanation of why a recommendation exists and what it affects.
• Consider store-specific needs: Evaluate whether the recommended change aligns with your shipping processes, customer base, and marketing strategy.

Applying changes

• Apply directly: Use the in-admin controls to accept and apply recommended settings.
• Test after applying: Visit the storefront checkout as a customer and run through a sample order to verify behavior and messaging.
• Monitor KPIs: Track conversion rate, abandoned carts, contact capture rate, and post-purchase engagement to measure the impact.

Rollback and iteration

• Because initial changes can affect conversion, plan testing windows and retain the ability to revert settings. Observe data for at least a few weeks to account for traffic and order volume variations.

Privacy, compliance, and customer trust

Collecting more customer data amplifies responsibilities. Merchants must adapt practices to legal obligations and customer expectations.

Data protection and storage

• Treat any collected email addresses, names, and phone numbers as personal data requiring appropriate protection. Ensure your store’s data retention, access controls, and third-party app integrations comply with security standards.
• Limit data sharing to necessary service providers and ensure those providers maintain strong data protection practices.

Regulatory frameworks

• GDPR (EU/EEA): Requires a lawful basis for processing personal data, transparency in data use, and the ability for customers to exercise rights (access, correction, deletion). Email collection for transactional messages and core ecommerce operations generally qualifies, but marketing emails require explicit consent for certain processing interpretations.
• CCPA/CPRA (California): Grants California residents rights concerning disclosure and deletion of personal information and restricts the sale of personal data without opt-out mechanisms.
• TCPA/other telemarketing laws (US): SMS and phone calls have strict consent rules; merchants must secure explicit opt-in for marketing SMS and maintain records demonstrating consent.
• Local phone/SMS regulations in many countries require opt-ins and specific messaging practices.

Consent and messaging

• Separate transactional and marketing consents: Use clear opt-in checkboxes where marketing communications (like newsletters or SMS promotions) are offered. Avoid bundling mandatory transactional fields with marketing consent.
• Clarity at checkout: Label fields and consent checkboxes with plain language that explains how information will be used. Example: “We’ll use this email to send order updates and receipts. Tick the box to receive exclusive offers.”

Customer trust and UX

• Keep the checkout concise. Only ask for what you need to fulfill the order and communicate the value of any additional details requested.
• Add short help text or an info icon adjacent to optional fields explaining why the information helps (e.g., “A phone number helps carriers contact you if delivery requires coordination”).

Data minimization and retention

• Collect the minimum necessary data for the intended purpose. For example, if a phone number is only required for next-day delivery coordination, consider deleting or anonymizing it after the issue resolves, consistent with legal obligations.
• Document retention policies and make them accessible through your privacy policy.

Best practices for balancing conversion and data collection

Small changes in checkout fields can affect conversion rates. Implement these practices to preserve sales velocity while improving data quality.

Start with hypotheses and test

• Example hypothesis: Requiring last name will increase personalization opportunities and reduce shipping errors but might reduce checkout conversion by 0.5–1%.
• Design an A/B test: Control = current checkout; Variant = require first and last name. Run long enough for statistical significance across typical traffic and order volumes.

Progressive profiling

• Gather only what is essential at first purchase. Use post-purchase or account pages to collect additional details later, such as phone numbers or preferences, when customers are more engaged.
• Example flow: After checkout, present a brief one-click form to add a phone number for delivery updates with an explicit explanation and an incentive (e.g., early access to restocks).

Make optional fields useful and non-intrusive

• Mark fields optional where appropriate and explain their value.
• Place optional fields in collapsible sections or within the shipping address area to avoid overwhelming the buyer.

Use dynamic country-aware fields

• Present fields relevant to the customer’s country. For example, only request state or province if required for shipping or tax calculations in that country. Less clutter leads to higher conversions.

Pre-fill and validation

• Auto-detect and pre-fill fields where possible from browser autofill and address validation APIs. Validate formatting but avoid overzealous validation that rejects legitimate input (e.g., unusual names or international phone formats).

Streamline mobile UX

• Minimize input friction on mobile—use numeric keyboards for phone and postal code fields, use single-line inputs for name and enable address autocomplete.

Offer clear reassurance on security and usage

• Use microcopy near fields to reassure shoppers the data is used for order fulfillment and customer service, not sold.
• Include a link to your privacy policy and a concise blurb like: “We use this information to deliver your order and send important updates.”

Measuring impact: metrics, experiments, and timelines

Evaluate the success of applied recommendations using outcome-focused metrics and controlled experimentation.

Key metrics to track

• Checkout conversion rate: Primary indicator of whether the changes hurt or help purchases.
• Contact capture rate: Percentage of orders with email and phone numbers captured.
• Abandoned cart recovery rate: Improvement in recoveries after applying email capture changes.
• Post-purchase email open and click rates: Reflect engagement and data quality for personalization.
• Customer retention and repeat-purchase rate: Long-term effect on repeat customers.
• Refunds and shipping exception rates: Reduced issues indicate operational improvement from better data.
• Average order value (AOV) and gross merchandise volume (GMV): Secondary business-level indicators.

Suggested experimentation framework

• Baseline collection: Capture current metrics for at least two weeks to establish a stable baseline.
• A/B testing: Use Shopify’s experiments (if available) or external A/B testing tools to split traffic. For smaller stores, staggered rollout or time-based comparisons may be necessary.
• Test duration: Run tests across different traffic cycles (including high-traffic periods like weekends or promotions) and until reaching statistical significance.
• Segment analysis: Evaluate results by device (mobile vs desktop), traffic source (paid vs organic), and geography.

Interpreting results

• Small conversion dips may be acceptable if they yield significant downstream gains—higher repeat purchase rates or fewer shipping errors can offset short-term loss.
• If metrics worsen substantially, consider adjusting the approach: make fields optional, move data collection to post-purchase flows, or refine copy explaining the value.

Real-world examples and scenarios

Applying these suggestions depends on merchant type, product, and customer behavior. The following scenarios illustrate practical decisions.

Scenario 1: DTC apparel brand with frequent returns Problem: High return rate due to wrong addresses and inconsistent name formatting; low email capture on mobile. Action: Require first and last name, make email the primary contact, add address validation and postal code lookup, and optionally ask for phone number. Result: Shipping accuracy improves, fewer returns, and more consistent email addresses for post-purchase marketing. Slight initial mobile friction is offset by clearer labels and address autocomplete.

Scenario 2: Local flower delivery service Problem: Deliveries require same-day coordination; phone contact essential for couriers. Action: Keep phone collection prominent and required for same-day delivery orders, retain email for receipts, and tag orders requiring phone verification. Result: Delivery success rate increases. Use phone numbers for delivery coordination only, and include clear opt-in for marketing SMS if offered.

Scenario 3: Subscription box business seeking higher LTV Problem: Wants stronger personalization to increase retention. Action: Require first and last name, collect email, and use optional attributes (birthday month for promotional timing) on account creation or post-purchase surveys. Result: More relevant subscription offers and segmented promotions lead to higher retention. Birthday-based promotions produce notable spikes in reorders.

Scenario 4: High-ticket bespoke furniture retailer Problem: Frequent need to confirm buyer details and shipping specifics before production. Action: Require full name and shipping phone number, provide a pre-checkout checklist explaining why details are needed, and use post-purchase calls for custom orders. Result: Reduced project delays and clearer expectations, improving customer satisfaction for complex purchases.

Potential pitfalls and how to avoid them

Collecting more data is beneficial when handled correctly. Avoid common missteps.

Pitfall: Adding too many required fields and increasing friction Avoidance: Prioritize essential fields, use optional fields for noncritical data, and test incrementally to find the right balance.

Pitfall: Mixing transactional data collection with marketing opt-ins Avoidance: Separate the flows. Use clear checkboxes for marketing consent and avoid pre-checked boxes that may contravene regulations.

Pitfall: Poorly worded microcopy causing distrust Avoidance: Use plain, straightforward text explaining why data is requested. Avoid marketing-speak next to mandatory shipping fields.

Pitfall: Storing unnecessary data indefinitely Avoidance: Implement retention policies and delete or anonymize data when it no longer serves its purpose or upon customer request.

Pitfall: Underestimating international addressing nuances Avoidance: Use country-aware address forms and validation libraries that accept international formats to prevent checkout errors for global customers.

Pitfall: Not planning for SMS compliance Avoidance: Treat phone numbers as a separate consent channel. Explicitly collect permission for marketing SMS, and provide clear opt-out mechanisms.

What this means for different types of merchants

One size does not fit all. The Shopify recommendations aim to provide a suitable default, but merchants should adapt based on their business model.

Small, high-traffic merchants

• Benefit from default recommended settings due to limited resources for manual optimization.
• Should monitor conversion and engage in small-scale testing before changing defaults.

Subscription and repeat-purchase businesses

• Gain higher value from capturing first name and email to build automated lifecycle flows.
• Should prioritize long-term retention metrics when evaluating changes.

Local service and same-day delivery operators

• Phone numbers are often critical. Recommendations that favor email-only contact may need adjustment.
• Maintain required phone fields for delivery-critical orders and keep marketing opt-ins optional.

High-ticket and bespoke product sellers

• Require accurate contact details for confirmation and shipping; reducing ambiguity is more valuable than minimizing a tiny bit of friction.
• Use a mix of required fields and post-purchase outreach to collect additional details for customizations.

International sellers

• Address validation and local format fields matter most. Phone collection can be inconsistent across countries; apply regional logic to fields and messaging.

Marketplaces and B2B sellers

• B2B sales may require company and VAT fields; tools that assume consumer-focused flows may need customization.
• B2B customers often expect invoicing and specific contact workflows—prioritize fields that enable those processes.

Practical implementation checklist for merchants

A concise action list to test and adopt checkout recommendations.

1. Audit current settings

• Note existing contact method, name field requirements, and phone collection behavior.

2. Review Shopify’s recommendation

• Read the rationale in Checkout settings and note intended benefits.

3. Create a testing plan

• Define KPIs, choose an A/B testing method, and set a timeline.

4. Apply changes to a subset of traffic or use a staged rollout

• Prefer A/B testing where possible. If traffic is low, consider time-based rollouts with clear measurement windows.

5. Validate the checkout experience

• Complete test orders on desktop and mobile. Ensure autofill, validation, and carrier integrations work.

6. Update privacy and communications text

• Add or update microcopy and privacy policy links to reflect data usage.

7. Monitor metrics

• Track conversion, contact capture rate, abandoned cart recovery, shipping exceptions, and retention metrics.

8. Iterate

• Revert, refine, or expand based on results. Consider post-purchase data capture if initial changes dent conversion rates.

Messaging examples and microcopy to use at checkout

Concise, clear copy builds trust and reduces drop-off.

Email field microcopy

• “We’ll send order updates and tracking to this email.”

Phone field microcopy (optional)

• “Optional: For delivery updates and same-day coordination.”

First/Last name labels

• First name: “First name — used to personalize your order and shipping.”
• Last name: “Last name — required for accurate shipping labels.”

Marketing consent checkbox

• “Yes, send me exclusive offers and product news by email. (You can unsubscribe anytime.)”

Privacy reassurance line

• “We use customer information only to fulfill orders and send important updates. See our privacy policy for details.”

SMS opt-in language (must be explicit)

• “Yes, I agree to receive SMS updates about my order and promotional messages. Message & data rates may apply. Reply STOP to opt out.”

Looking ahead: where checkout recommendations could lead

Personalized checkout suggestions fit a broader pattern of platform-driven optimization that reduces friction for merchants. Potential next steps include:

• More granular segmentation of recommendations: Shopify could tailor suggestions by vertical (e.g., food delivery vs. apparel) or by shipping method.
• A/B test automation: Providing an in-admin experiment builder that applies recommendations to a segment and reports outcome.
• Post-purchase progressive profiling flows: Shopify or apps could suggest safe, post-checkout prompts to gather additional data with incentives.
• Integration with privacy-first identity solutions: Enhanced verification and consent management tools to simplify cross-border data compliance.
• Context-aware prompts: Real-time recommendations based on the customer’s device, geolocation, or cart contents.

Each advancement should maintain merchant control, as Shopify’s current model does—no forced changes without merchant action. The balance between automated optimization and merchant autonomy remains central.

FAQ

Q: Will Shopify automatically change my checkout settings? A: No. For existing stores, Shopify will present recommendations in the Checkout settings but will not modify your configurations unless you choose to apply the suggestions. New stores may receive recommended defaults out of the gate.

Q: Why would Shopify recommend email-only contact when some businesses need phone numbers? A: Recommendations reflect patterns that improve customer data capture and engagement for many merchants, and email generally offers a lower-friction, scalable communication channel. Businesses with delivery needs or time-sensitive logistics should retain or require phone numbers where justified.

Q: Could requiring first and last name reduce my conversion rate? A: Adding required fields introduces small friction that can impact conversion. The trade-off is improved data quality and personalization. Test the change with A/B experiments and monitor conversion, abandoned carts, and downstream metrics like repeat purchase rate and shipping errors to determine net benefit.

Q: How should I handle phone numbers for SMS marketing compliance? A: Obtain explicit opt-in for marketing SMS with clear language about message frequency and data rates. Keep transactional delivery-related messages separate from marketing, maintain records of consent, provide simple opt-out options, and comply with regional regulations like TCPA in the U.S. and GDPR/PECR in the EU.

Q: What privacy safeguards should I implement after collecting more customer details? A: Ensure secure data storage, minimal access, and encryption where necessary. Update privacy policies to reflect data use, implement data retention policies, and ensure third-party apps you use meet data protection standards. Provide customers with accessible mechanisms to view, correct, and delete their data where legally required.

Q: If I apply a recommendation and see worse results, can I revert? A: Yes. Changes made through Shopify admin can be reversed. Maintain a testing schedule that includes clear metrics and timeframes so you can revert settings if they materially harm performance.

Q: Should I collect phone numbers only at checkout or post-purchase? A: It depends. If delivery requires phone contact, collect it at checkout. For marketing or non-essential purposes, consider progressive profiling after purchase or on account pages to avoid adding checkout friction.

Q: How long should I test a checkout setting change before deciding? A: The duration depends on traffic and order volume. Fast-moving stores may reach statistical significance within days; smaller stores should run tests for multiple weeks to capture typical ordering cycles and variations.

Q: What is the single most important field to capture at checkout? A: Email address. It supports transactional messages, abandoned cart recovery, and most automated marketing flows. Names and phone numbers add important operational and personalization value, but email is foundational for follow-up.

Q: Will these recommendations affect international customers differently? A: Recommendations are tailored and Shopify may present differing suggestions based on merchant profile and buyer geography. Merchants should ensure fields are country-aware and validate international address and phone formats to avoid alienating customers.

Q: Can apps integrate with Shopify’s recommendations to automate further? A: Shopify’s extensibility model allows apps to read checkout-related data and act accordingly, subject to platform permissions. Merchants should assess apps for data security and compliance before enabling any automation that touches personal information.

Q: How do I communicate the benefit of optional fields to customers? A: Use short microcopy next to optional fields explaining value: e.g., “Add your phone to receive delivery updates” or “Provide your birthday month for tailored offers.” Transparency increases willingness to share.

Q: Where can I find the recommendation in my Shopify admin? A: Go to Settings > Checkout. Eligible merchants will see recommended customer-information settings and the option to apply them. If no recommendation appears, your store may not yet be eligible or the suggestion may not be necessary based on your existing settings.

Q: Will following these recommendations guarantee higher customer retention? A: No single change guarantees retention. Recommendations improve data capture and set up systems that enable better retention strategies—personalization, targeted communications, and improved service—but merchants still must execute effective post-purchase and retention programs to see gains.

Q: Is there an industry standard for how long to keep customer contact data? A: No universal standard; data retention should align with business needs, legal obligations, and best practices. Retain data only as long as needed for fulfillment, customer service, and legitimate marketing purposes, and provide means for customers to request deletion.

Q: How do I test whether email-only or email+phone works better for my store? A: Implement an A/B test: route half of the checkout traffic to email-only and half to email+phone. Track conversion, contact capture, abandoned cart recoveries, delivery exceptions, and long-term customer lifetime value over a test period. Use statistical significance thresholds appropriate to your order volumes.

Q: What support materials should I update when I change checkout fields? A: Update your privacy policy, customer-facing checkout help text, support scripts for customer service, and any automated flows that rely on the new data fields (welcome emails, order confirmation templates). Ensure team members understand why changes were made.

Q: How can I collect consent for marketing without risking checkout abandonment? A: Offer a single, clearly worded marketing checkbox that’s optional and default unchecked. Place it after essential transactional fields and briefly explain the benefits of opting in. Consider a post-purchase prompt or incentive for signing up if checkout friction is a concern.

Q: If I’m unsure, what low-risk option should I choose? A: Apply recommendations in a staged way: make fields optional rather than required, enable address autocomplete and validation, and run small tests. Use post-purchase flows to collect optional details with gentle prompting and incentives.

Q: Will Shopify provide analytics showing the effect of applied recommendations? A: Shopify provides admin reporting and analytics. While Shopify may not yet offer a dedicated “recommendations impact” dashboard, merchants can track the described KPIs through Orders, Marketing, and third-party analytics tools to measure effects.

Q: How can I maintain customer trust while improving data quality? A: Be transparent about why you request information, limit requests to what you need, protect data securely, and offer clear ways to manage preferences and unsubscribe. Honest explanations and sensible defaults build trust.